THE ROLE OF SPORT IN FOSTERING POSITIVE IMAGE OF EDUCATIONAL INSTITUTION

A CASE STUDY OF GOMBE STATE COLLEGE OF EDUCATION BILLIRI

Abstract

This study explores the role of sports in fostering a positive image of educational institutions, specifically focusing on Gombe State College of Education Billiri in Nigeria. The primary objectives include assessing the current state of sports facilities at the college, understanding public perception of the institution, determining how sports contribute to the institution's image, and identifying the benefits of sports programs within educational settings. The research employed a pre-test post-test survey design, using a self-developed questionnaire titled "Sports and Positive Image (SPI)" to collect data before and after a football tournament. This tournament involved eight randomly selected teams from Billiri Local Government Area, aiming to raise awareness and draw attention to the college's activities.A sample of 800 participants was selected through simple random sampling, and 797 valid responses were analyzed using SPSS software version 20. The analysis included mean distribution tables and T-tests to compare pre-tournament and post-tournament data. The findings reveal that sports significantly enhance community engagement and support, boost the institution’s reputation and prestige, improve student experience and satisfaction, serve as an effective marketing and recruitment tool, and strengthen alumni relations and fundraising efforts. Empirical evidence from the study supports the hypothesis that sports have a direct effect on the positive image of educational institutions. The research provides evidence-based recommendations for educational policymakers, administrators, and stakeholders in Nigeria on leveraging sports to enhance the public image of educational institutions. By integrating sports into the educational curriculum, institutions can promote holistic development, enhance emotional and social well-being, and create a supportive and inclusive environment. The study underscores the multifaceted benefits of sports, emphasizing its critical role in the overall success and positive perception of educational institutions.